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BizReport : Loyalty Marketing : October 25, 2013


Top 3 tips to improve loyalty program participation

Loyalty programs are offering more relevance in their promotional strategies, aligning the value of their offers to the value of the customer. These more targeted, invitation-only promotions reward loyalty at the individual member level. But still, there is a lag between member sign-up and active participation.

by Kristina Knight

"With so many programs fighting for members' attention, the average consumer is overwhelmed. When it's hard to keep track of memberships and reliably maximize value in a single program, participation inevitably declines," said Pete Van Dorn, Co-Founder of PointsHound. "[For travel] brands can make it easier for members to engage with their loyalty programs by embracing tools and technology that simplify the experience for members."

Tools like social media make it simpler for brands to engage with program members and general consumers. People can ask questions, the key is for brands to be actively in the social space - answering those questions.

"Virgin America is a great example of a program that has made social media a two-way dialogue. When Elevate program members sharetheir location in a Virgin America venue using Foursquare and other social networks, Virgin will respond back by awarding Elevate points," said Van Dorn. "Brands should be using social media to reward influential users for sharing content and providing feedback."

That engagement is a two-way street: it not only offers a direct connection to the consumer, but it allows brands to gain more insight which will improve the relevance of offers. According to Van Dorn there are three specific ways to improve customer participation in loyalty programs:

• When members engage with you in social networks, engage back
• Recognize and reward your evangelists and brand ambassadors who may not travel as frequently as your elite members but are still valuable customers
• Recognize and reward your evangelists and brand ambassadors who may not travel as frequently as your elite members but are still valuable customers






Tags: loyalty marketing, loyalty marketing tips, loyalty programs, PointsHound








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  • alpinevp

    Aren't #'s 2 and 3 the same thing? LOL





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